“Strategy and timing are the high points of marketing. Everything else is the Catskills”, says Al Ries. The strategically part of marketing is under a continuous process of change with the ages, the behavior of the people, the competition and the economic conditions. Advertising and Promotion, the key tools for marketing have been also significantly changing with the evolution of newer technologies and the popularity and the taste of people. The popularity of Brian Lara drew most of the advertisers at one point of time with the resurgence of Sachin Tendulkar from his tennis elbow and a magnificent comeback with the costly innings and achieving the top test runs have shifted the crown from Lara to Sachin.
A long tradition of marketing using hoardings, banners, and sky-scrapper festoons has found a dip with the upcoming popularity of Internet. As soon as the advertising agencies have found the growth of Net visitors they have also taken Internet as their prime advertising media. The wide-reach, flexibility and ease of updating have fueled the fire. The need and urge of Internet as a media of marketing have given birth to SEO experts and finally the new branch of Search Engine Marketing.
Search Engine Marketing is the art of populating the website in various search engines and to increase the ranking by various means to draw the traffic. To make it simple, we can tell that Search Engine Marketing is a sub set of Internet Marketing. How does SEM work? All the prevailing SEO techniques and PPC advertising remain the same in Search Engine Marketing with emphasis on Performance & Conversion Tracking, the end objective of any marketing campaign. The marketing can start by any means as John Scully has rightly said, “No great marketing decision have ever been made on quantitative data”, but at the end of the day one surely calculates the ROI and in Internet, the quantifiable acceptance criteria is determined by the traffic.
Generally the Search engine marketing companies start with the keyword analysis followed by the refinement of content, submission to various search engines and directories, Link population or Traffic Exchange etc. The essential part of any search engine marketing is not only the performance tracking by calculating the increment of traffic but also to find out the conversion tracking. The conversion tracking is a simple procedure of evaluating the ratio between your web traffic and the tangible sales value, earned from that traffic. So, the role of a search engine marketing is not limited to drawing a considerable traffic to your website, but also ensure the maximum conversion, which in other words may be described as the responsibility of any search engine marketing is to reach your website to more potential traffic than a very wide generic traffic. In SEM, the analysis of targeted traffic gets a key priority.
Search Engine Marketing must focus more on research and analysis for the potential market segment and also optimize the content and communication message for your website to optimize the ROI through increasing number of new traffic, return traffic and even diverting traffic from other competitor’s web sites.
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